Job Description

Shop LC does $100M a year in e-commerce revenue, selling jewelry and lifestyle products. The company manufactures its own goods from raw gemstone to finished product, sets its own margins, and launches roughly 100 new products per day through its live TV channel. The parent company, Vaibhav Global Limited, is publicly listed in India, with cash reserves ready to back digital growth. The missing piece is a growth leader who can make paid acquisition profitable enough to justify doubling the spend.

About $50–60M of e-commerce revenue comes from Shop LC's TV audience visiting the website on their own. The remaining $40–50M is digitally driven, supported by ~$10M a year in paid spend across Meta, Google, affiliates, etc. New-customer ROAS sits at roughly 1.0, which has kept the company from investing more aggressively. Leadership wants to scale paid spend by 50-100% to $15–20M annually, but they need someone who can first fix the economics.

Every product sold funds a meal for a child in need through the Your Purchase Feeds program, which currently provides over 54,000 meals per school day. The goal is one million by 2040. Growth here has a double return: stronger margins for the business and more meals delivered to children worldwide

About the Role:
The Director of Growth will report to the VP of E-Commerce & Merchandising
and own the digital P&L. This individual will have 8–10 direct reports and approximately 50 total team members across Austin and India. Early on, you will be in the weeds on creative testing, offer design, and post-purchase flows. As the team matures, you will shift into orchestration.

Shop LC is a fast-paced, entrepreneurial environment where decisions move quickly and impact is visible. As part of the VGL Group family, the company operates with a startup mindset backed by global scale. This gives leaders the runway to test bold ideas, own their outcomes, and drive real business growth. The Director of Growth will have autonomy to allocate budget across channels within guardrails around ROAS and CAC and will be expected to use that autonomy to deliver results.

The Goal: Drive new-customer acquisition to first-purchase profitability within 12 months. As unit economics improve, scale paid spend from ~$10M to $15–20M annually.

Outcomes You’ll Be Responsible For:

• Own the digital P&L: Accountability for CAC, LTV, MER, contribution margin, and capital allocation.
• Build a structured testing program: Design creative testing roadmaps across Meta and Google. Kill underperformers quickly, scale winners with conviction. Identify which of the 100 daily TV product launches translate to paid digital and build offers around them.
• Scale customer acquisition: Meta is the first priority, Google second. Allocate capital where returns justify it with full autonomy to shift budget between channels based on performance data.
• Improve funnel conversion, AOV, and retention: Digital-paid customers average two purchases per year versus 15–16 for TV customers. Close that gap through landing page optimization, checkout improvements, upsell design, and post-purchase email and SMS flows.
• Lead a distributed team: Set goals, run reviews, and hold people accountable across a 50-person team, keeping in mind varying time zones.
• Integrate AI: This role requires hands-on experimentation with AI in creative production, analytics, or campaign workflows. The expectation is demonstrated experimentation with specific tools, not theoretical interest.

Skills Needed to Apply:

Qualifications:

• D2C e-commerce experience selling physical consumer products at $10M+ revenue, familiar with Shopify or comparable, Klaviyo, and Attentive or similar. (Agency leaders who managed five or more D2C client portfolios at $50M+ combined revenue with P&L accountability also qualify.)
• Managed Meta at $5M+ annual spend (or $1–5M with a clear track record of improving acquisition economics). Achieved first-purchase profitability or near-profitability on D2C products with demonstrable testing frameworks and attribution methodology
• Owned email, SMS, and/or affiliate programs. Can cite specific improvements to repeat purchase rate, cohort profitability, or LTV.
• P&L ownership at the channel or growth function level with CPA and contribution margin accountability. Managed $3–10M+ in spend.
• Owned on-site conversion optimization with a structured A/B testing program. Can cite specific improvements in CVR, AOV, or RPV with data.
• Has hired, managed performance, and managed out underperformers. Prior experience managing teams of 5+ people.
• Sold physical consumer products D2C to a female-skewing audience with experience in creative strategy and offer design.
• Demonstrated AI experimentation in creative production, analytics, or campaign workflows.

Nice to have:

• Google Ads (Search, Shopping, PMax) at $2M+ annual spend with cross-channel budget reallocation experience.
• Tested emerging platforms (TikTok, AppLovin, connected TV) with measurable acquisition results or managed influencer campaigns with revenue attribution.
• Managed teams across multiple geographies with established accountability systems across time zones.

Qualities:

• Ownership mentality: You default to action and take personal accountability for outcomes.
• Decisive under ambiguity: You make decisions with incomplete information and correct course as data comes in.
• Inspirational and inclusive: You earn trust by listening first and involving the team in decisions. Loyalty through competence, not authority.
• Pace and urgency: You push toward ambitious goals and match the rhythm of a live-TV-adjacent business.
• Honest and transparent: You credit the team for wins, own problems, and communicate with candor.
• Problem solver with follow-through: You spot the low-hanging fruit and act on it quickly.
• Data-driven within guardrails: You use reporting tools (Power BI, North Beam) to inform decisions, not delay them.
• Mission-aligned: The connection between commercial growth and feeding children matters to you.